Rex Casinos
Same guide, new identity · Brand identity, Art direction · MoveUp Media · Casino players in the US · Web · 18+
The idea of Italia Casinos taken to the United States: the same casino guide, with a new mood and a visual identity of its own.
Context
Italia Casinos, one of MoveUp Media’s brands, is a guide to legal online casinos in Italy. It ranks licensed casinos, reviews each one in depth, compares bonuses and promo codes, explains how the games work and keeps responsible gaming in view, so players can choose with clear information. Rex Casinos brings the same idea to the United States. The structure, the content and the purpose stay the same, and what changes is the mood and the visual identity.
Objective
Give the same guide a personality of its own for American players, while keeping the clarity and trust the guide depends on.
Process
The work began with the mascot, a dinosaur I designed, and the brand’s lockup. I turned them into a complete system and wrote it down as a brandbook, covering the idea behind the brand, its personality, its voice and its rules for responsible gaming. Testing the system on every screen of the guide then corrected it. The brand moved to a lighter base, its shapes became simpler, and the logo now comes apart into emblem and lettering, so it can adapt to each place it appears.
Identity
Italia Casinos speaks in a clean, editorial register, white and red, with the stars and medals of a ranking. Rex keeps that clarity and changes the mood. Its dinosaur mascot makes the brand a prehistoric icon for modern play, in violet and mint, with bold display type and a voice that is confident, concise and transparent. The promise is fun with clarity, summed up in the line “Play bold. Play smart.”
Outcome
The brand is complete, with its kit and brandbook, and every template of the guide already carries it.